The ongoing saga surrounding Meghan Markle’s latest brand, As Ever, has now made its way to the New York Times. Mark Kazarian, the founder of As Ever NYC, a small fashion brand that has been around since 2017, recently gave an interview to the publication. While many expected him to take legal action against Meghan for using a nearly identical name, Kazarian has decided against pursuing any legal recourse—and here’s why that might actually be a smart move.
At first glance, it’s easy to argue that Kazarian should take Meghan to court. After all, she launched her As Ever brand without seemingly doing her due diligence, leading to confusion and potential brand dilution for his business. A legal battle could have been a chance to hold her accountable and send a message that small businesses deserve respect.
However, Kazarian has chosen a different approach. In his interview, he stated, “Right now, I’m just going back to work.” And honestly, that might be the smarter play. Here’s why:
Free Publicity: The controversy has brought thousands—if not tens of thousands—of eyeballs to Kazarian’s brand. For a small business owner, that kind of exposure is invaluable. The increased visibility could lead to more sales and long-term growth for As Ever NYC.
Avoiding a PR Nightmare: Let’s face it—Meghan Markle’s PR team is no stranger to spinning narratives. If Kazarian had taken legal action, he likely would have been labeled as a misogynist or a bully for “attacking a businesswoman just trying to follow her dreams.” By avoiding a legal battle, he sidesteps this potential backlash.
Focusing on the Positive: Kazarian’s decision to focus on his work rather than engage in a legal fight shows a level of professionalism and resilience. It’s a reminder that sometimes, the best response to adversity is to keep moving forward.
In his interview, Kazarian shared his thought process behind the decision. He mentioned consulting his brother, who is an attorney, about his legal options. While his brother confirmed that Kazarian had some rights based on his established business, he ultimately decided against pursuing legal action.
“I’m not trying to mount some legal offensive here,” Kazarian said. “Right now, I’m just going back to work and trying to keep the awareness on my brand. If any conflict eventually arises that affects my business, I’ll evaluate that then.”
This measured approach highlights Kazarian’s focus on the bigger picture. While it would have been entertaining to see Meghan face legal consequences, Kazarian is choosing to channel the attention into growing his brand.
While it’s frustrating that Meghan seemingly didn’t do her homework before launching her brand, there’s a silver lining for Kazarian. The controversy has brought significant attention to As Ever NYC, something most small business owners can only dream of. As Kazarian put it, “What it feels like out there is people are making comments, and the media wants to create a rift between us, but there isn’t.”
He added, “I haven’t talked to them, they haven’t talked to me. There’s no battle going on.” While some might argue that a legal battle would have been satisfying, Kazarian’s decision to focus on his work and let his brand speak for itself is a testament to his integrity and determination.
This situation raises important questions about brand ownership, intellectual property, and the challenges small businesses face when competing against high-profile figures. While Meghan’s As Ever brand has garnered attention for all the wrong reasons, Kazarian’s response serves as a reminder that sometimes, the best way to win is to rise above the noise and let your work shine.
For now, the drama has brought As Ever NYC into the spotlight, and Kazarian is making the most of it. As he continues to grow his brand, one thing is clear: he’s not letting Meghan Markle’s misstep derail his vision.
What do you think about Kazarian’s decision to avoid legal action? Let us know in the comments below.
